Apollo Metric
Sales Engagement
Opportunity Win Rate = (Closed-Won Opportunities / Total Closed Opportunities) x 100
Opportunity win rate measures the percentage of Apollo-sourced opportunities that result in a closed-won deal. It is the ultimate effectiveness metric for the outbound motion, quantifying whether the contacts Apollo sequences engage actually convert into paying customers.
Full guide: definition, formula, and benchmarksApolloSales EngagementWin Rate
Opportunity win rate measures the percentage of Apollo-sourced opportunities that result in a closed-won deal. It is the ultimate effectiveness metric for the outbound motion, quantifying whether the contacts Apollo sequences engage actually convert into paying customers.
How to calculate win rate
Why win rate matters for Apollo users
Win rate for outbound-sourced deals is often materially different from overall win rate, and understanding this gap is crucial for pipeline planning. If outbound deals close at 15% while inbound closes at 30%, you need twice the outbound pipeline to generate the same revenue. Without tracking win rate by source, pipeline coverage calculations and revenue forecasts will be systematically wrong.
Win rate also provides the ultimate feedback loop for outbound targeting. If win rates are low despite strong engagement and meeting conversion, the problem lies in who is being targeted rather than how they are being engaged. This distinction drives fundamentally different strategic decisions about where to focus outbound effort.
Understand and act on win rate with KPI Tree
Connect Apollo attribution data with CRM closed-won and closed-lost records in your warehouse. KPI Tree calculates win rates specifically for outbound-sourced pipeline, segmented by sequence, rep, persona, and deal size.
Place win rate at the bottom of your outbound metric tree as the ultimate output metric. Assign ownership to AE managers, set alerts for win rate deviations from historical norms, and run cohort comparisons to identify whether changes in outbound targeting are improving or degrading close rates over time.
Get started with your Apollo data
Connect your existing warehouse where Apollo data already lands.
Our professional services team can build you turn-key AI foundations in a matter of weeks. Data warehouse on Snowflake/BigQuery, ELT with Fivetran, all modelled in dbt with a semantic layer.
Related Apollo metrics
Lead-to-Opportunity Conversion Rate
Sales EngagementMetric Definition
Lead-to-Opportunity Conversion Rate = (Opportunities Created from Apollo Leads / Total Apollo Leads Engaged) x 100
Lead-to-opportunity conversion rate measures the percentage of contacts engaged through Apollo sequences that progress to become qualified sales opportunities in the CRM. It is the most direct measure of whether outbound activity is translating into genuine pipeline.
Average Deal Size
Sales EngagementMetric Definition
Average Deal Size = Total Revenue from Apollo-Sourced Deals / Number of Closed-Won Deals
Average deal size is the mean monetary value of closed-won opportunities that originated from or were influenced by Apollo outbound activity. It provides a benchmark for the revenue quality of pipeline generated through sequences, calls, and email campaigns.
Pipeline Coverage Ratio
Sales EngagementMetric Definition
Pipeline Coverage Ratio = Total Apollo-Sourced Pipeline Value / Revenue Target
Pipeline coverage ratio measures the total value of open pipeline sourced from Apollo outbound activity divided by the revenue target for a given period. It indicates whether the outbound motion is generating sufficient pipeline to meet its share of the revenue goal, accounting for historical win rates.
Sales Cycle Length
Sales EngagementMetric Definition
Sales Cycle Length = Average(Close Date - First Apollo Touch Date)
Sales cycle length measures the average number of days from the first Apollo outbound touch to a closed-won deal. It captures the full duration of the outbound sales process, from initial sequence email to signed contract, and reveals how efficiently outbound-sourced deals move through the pipeline.
Explore win rate across integrations
All Apollo metrics
Account-Based Sales AnalysisAccount Penetration RateAverage Deal SizeContact Engagement ScoreContact Lifecycle AnalysisContact Response TimeContact Segmentation AnalysisEmail Bounce RateEmail Open RateEmail Response RateEmail Template Performance AnalysisEmail Timing Optimisation AnalysisLead Source Attribution AnalysisLead-to-Opportunity Conversion RateList Quality ScoreMonthly Recurring MeetingsOpportunity Stage AnalysisPipeline Coverage RatioSales Pipeline VelocitySales Cycle LengthSales Rep Performance AnalysisSequence Completion RateSequence Performance AnalysisTask Completion RateEmpower your team to understand and act on Apollo data
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